This case study describes how US personal care company Kimberly-Clark marketed Depend Guard and Shield, its male incontinence products, using humour to build brand affinity and increase sales. View Summary

This case study describes how US personal care company Kimberly-Clark marketed Depend Guard and Shield, its male incontinence products, using humour to build brand affinity and increase sales.

Although 4m American men suffer from light incontinence, the social stigma attached to it means the vast majority do not use products to help manage it and have very low awareness levels.

The Guard Your Manhood campaign used celebrity figurehead and football commentator Tony Siragusa to help normalise the products with a humorous and lighthearted tone, and new product design made it easier for men to find what they needed quickly in-store.

Depend grew the category by 23% in 4 months and brand affinity increased by 52%, with 483m earned media impressions.

2

Lifescan: Simple touches, better life

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Bijal Pathak, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how pharmaceutical brand Lifescan created a new diabetes management system and complete education curriculum for diabetics and their caregivers in Kingdom of Saudi Arabia (KSA) to increase sales of its products. View Summary

This case study describes how pharmaceutical brand Lifescan created a new diabetes management system and complete education curriculum for diabetics and their caregivers in Kingdom of Saudi Arabia (KSA) to increase sales of its products.

One in four inhabitants suffer from diabetes, but patients cannot adjust to their new lifestyle without a support network.

The strategy was to provide the patient a 'triangle of care' (doctor, caregiver, pharmacist), with a diabetes management system and complete education curriculum.

Lifescan enlisted doctors and KSA's two largest pharmacy chains to roll out a programme called One Touch, or Lamasat.

This led to a 217% increase in sales, a 71% increase in unprompted brand awareness and 50,000+ patient enrolment in the programme.

3

Bengay: Championing movement, in the moment

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MMA Smarties, Silver, MMA Smarties, 2014

This case study describes how long-established topical pain reliever, Bengay, connected with active millennials in the US, and positioned the brand as "Champion of Movement" to drive purchase and loyalty. View Summary

This case study describes how long-established topical pain reliever, Bengay, connected with active millennials in the US, and positioned the brand as "Champion of Movement" to drive purchase and loyalty.

Bengay was seen as the "old man cream" and its brand share was declining in a category that was growing.

Bengay sought to connect with active millennials during their fitness routine using smartphone technology to reach them at the precise moment of brand relevance, like finishing a big run or yoga session.

In just two months, the campaign delivered more than 1.8 million Bengay-branded fitness congratulations and 100,000-plus reward redemptions.

The results solidified Bengay as a brand that can speak to mobile-savvy consumers, allowing it to engage with a younger, more active audience.

This case explains how SSP, the pharmaceutical company, reversed the decline of its cold and flu medication brand S-TAC in Japan, by using social media data to map cold and flu outbreaks across the country using a website and mobile app. View Summary

This case explains how SSP, the pharmaceutical company, reversed the decline of its cold and flu medication brand S-TAC in Japan, by using social media data to map cold and flu outbreaks across the country using a website and mobile app.

Public health concern in Japan was high, and the category crowded with TV ads and celebrity endorsements: SSP needed to cut through with a 'pull' message.

This also fed a mobile app which created a 'cold and flu forecast' based on weather and social data for users, satisfying people's desire for information.

The Kazemill website had over 100,000 unique users, as of April 2014, and the app was downloaded over 10,000 times in only six months; far exceeding expectations.

5

Dabur India: Dabur Pudin Hara - Glass of Relief

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PMAA Dragons of Asia, Bronze Award, 2014

This case study describes how India's fourth-largest FMCG company, Dabur India Ltd, connected with consumers during the country's long summer season to publicise the stomach-cooling benefits of its fast-acting antacid remedy Pudin Hara. View Summary

This case study describes how India's fourth-largest FMCG company, Dabur India Ltd, connected with consumers during the country's long summer season to publicise the stomach-cooling benefits of its fast-acting antacid remedy Pudin Hara.

Dabur India needed to reach out to a larger section of consumers to demonstrate the benefits of Pudin Hara.

It came up with the idea of using vendors who sell water at the roadside via refrigerated machines and are available in good numbers during the summer.

This gave Dabur India the opportunity to sample Pudin Hara to relevant people, who were encouraged, via the vendors, to add it to their chilled water to beat the heat by cooling their stomachs.

A total of 630 water vendors were enrolled in the programme and about 67,000 people sampled the product during the peak summer season, with indirect reach of around 600,000 people.

6

Bactidol: Sing-a-thon

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Pamela Garcia , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Bactidol, the oral antiseptic made by Johnson & Johnson, promoted its long-lasting effect in the Philippines with a karaoke marathon. View Summary

This case study explains how Bactidol, the oral antiseptic made by Johnson & Johnson, promoted its long-lasting effect in the Philippines with a karaoke marathon.

Bactidol's liquid gargle format is less convenient than the more popular lozenge brands, however it can claim 12-hour protection versus the two-hour relief of lozenges.

To prove this superiority, Bactidol created the 12-hour Bactidol Sing-a-thon to combine product action with a national passion, karaoke.

This case study explains how GlaxoSmithKline, the pharmaceuticals company, launched a new cough and cold remedy under its Panadol brand in Singapore with an 'effective and convenient' positioning. View Summary

This case study explains how GlaxoSmithKline, the pharmaceuticals company, launched a new cough and cold remedy under its Panadol brand in Singapore with an 'effective and convenient' positioning.

Habits in Singapore were well established, with tablets taken for colds and syrups taken for coughs, but Panadol wanted to break these habits with a new tablet product for both ailments.

The product was positioned as having the power of a cough syrup in the convenience of a tablet, with visuals showing cough syrup being poured into the tablet.

Brand recognition and metrics such as 'effective' over-indexed, and Panadol Cough & Cold went from zero to a 17% market share.

This case study describes how F Hoffmann-La Roche, the pharmaceuticals company, raised awareness of breast cancer by negotiating Vietnamese taboos and encouraging women to talk to their close friends and family. View Summary

This case study describes how F Hoffmann-La Roche, the pharmaceuticals company, raised awareness of breast cancer by negotiating Vietnamese taboos and encouraging women to talk to their close friends and family.

In Vietnam, breast cancer is a public-health problem, with 12,000 women diagnosed annually, but most are detected and treated at late stages, which leads to a low cure rate and high mortality rate.

However, no one wanted to talk about this issue given the social taboo around such a sensitive topic as breast cancer.

But, based on the insight that women are actually willing to discuss this topic with their close friends and family members, a movement called 'We Care for Her' was created to give people a nudge to talk about breast cancer.

The campaign successfully generated strong interest and involvement in the conversation around breast cancer, as measured by a high level of talkability, engagement, social sharing and participation in breast-screening activities.

This case study describes how Johnson's Baby promoted a unique range of baby skincare products in India by targeting paediatricians.

To achieve this, Johnson's Baby segmented paediatricians according to their behaviour and perceptions regarding baby massage, and then began to target communications with the help of trained field staff.

The salesforce were educated by an instructional video, then they conducted healthy baby camps in partnership with the doctor, where kits containing a booklet on baby massage technique, a CD with a baby massage video and other samples were distributed.

Mothers were also taught step-by-step massage techniques at the clinic, using baby mannequins.

Results included a 14% increase in product recommendation amongst paediatricians and major shifts in the recommendation behaviour of pediatricians.

The case study describes how Corsodyl, (Paradontax in Romania) used a shocking campaign to promote its mouthwash and increase market penetration amongst women (35-55 years) in Romania and the UK. View Summary

The case study describes how Corsodyl, (Paradontax in Romania) used a shocking campaign to promote its mouthwash and increase market penetration amongst women (35-55 years) in Romania and the UK.

The campaign targeted the people who should be most concerned about gum disease - women aged 35-55, presenting them with the facts and a clear solution (Corsodyl).

A hard hitting dental hygiene message was created and communicated through mass media, including a TV ad and outdoor.

Penetration rose above target and value sales were more than double the target at 31% - advertising was strongly linked to the performance of sales with econometric modelling.

15

Vicks ZzzQuil sleep aid launch

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Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study demonstrates how Procter & Gamble (P&G), the consumer goods company, launched Vicks ZzzQuil, a sleep aid medication sold over-the-counter in the US and became the branded category leader. View Summary

This case study demonstrates how Procter & Gamble (P&G), the consumer goods company, launched Vicks ZzzQuil, a sleep aid medication sold over-the-counter in the US and became the branded category leader.

P&G recognised that people who occasionally suffered from sleeplessness did not think that they had a 'sleep problem', which is what other brands offered to solve, and did not want to take 'medication'.

The strategy focused on a positive message that everyone deserves a great night's sleep and creative compared 'ugly' sleep with 'beautiful' sleep.

The campaign was targeted at specific groups who were most likely to experience occasional sleeplessness, such as business travels and high-stress professionals, around bedtime and wake-up periods and was supported by social media content and an integrated promotion called the ZzzQuil Sleep Line.

ZzzQuil became the Sleep Aid category leader within four months and grew the category beyond existing sleep aid users.

This case study describes how ZYRTEC, an over-the-counter 24-hour allergy medication sold in the US, convinced complacent allergy sufferers to swap brands.

Research showed that heavy allergy sufferers tend to prefer ZYRTEC for its superior effectiveness but many people who had been prescribed Claritin when it was the only player in the market continued using it, without realising that now stronger brands were available.

Creative showed sufferers their dysfunctional coping strategies were due to inadequate relief, rather than their allergies.

By emphasising difference, the brand increased purchase intent at the same rate that Clarityn's declined and closed the market share gap by two thirds.

17

Compeed: Buzzing Compeer Out!

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Luisa Rodrigues, Warc Prize for Social Strategy, Entrant, 2014

This case study explains how Compeed, a foot care brand owned by Johnson & Johnson, developed a content based word of mouth campaign in Portugal which presented the product as helping women to create memories. View Summary

This case study explains how Compeed, a foot care brand owned by Johnson & Johnson, developed a content based word of mouth campaign in Portugal which presented the product as helping women to create memories.

Potential advocates were targeted with free products and encouraged to share their opinions of it, including posting photos and videos on social media.

98% of advocates said they intended to purchase Compeed products in the future, with 99% having a good or very good opinion of the brand.

This case study describes how Deutsche Homoopathie-Union (DHU), a company which makes homeopathic products for babies and small children, created a global umbrella brand called Mama Natura. View Summary

This case study describes how Deutsche Homoopathie-Union (DHU), a company which makes homeopathic products for babies and small children, created a global umbrella brand called Mama Natura.

The company had a large range of products with different brand names in different markets, and wanted to consolidate these under one brand identity.

The resulting brand targeted mothers with a simple message that emphasised products having low side effects and a high safety profile.

In its test market - Spain - the rebranding led to an increase in sales value, price per unit, and pharmacy penetration, and a decrease in production costs.

19

GSK Consumer Healthcare: Office Environments

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Design Business Association, Bronze, Design Effectiveness Awards 2014

This case study demonstrates how an office design for GlaxoSmithKline Consumer Healthcare (GSK CH), a division of the pharmaceutical company, improved performance, awareness of the company's vision and brands, and staff pride among employees in the UK. View Summary

This case study demonstrates how an office design for GlaxoSmithKline Consumer Healthcare (GSK CH), a division of the pharmaceutical company, improved performance, awareness of the company's vision and brands, and staff pride among employees in the UK.

GSK CH wanted a scaleable design concept for all of its office environments around the world, as part of a wider strategy to establish GSK CH as a distinct entity within GlaxoSmithKline.

The new office environment was introduced as a way to engage employees in the new identity and bring those who work on different brands closer together.

Staff surveys were conducted before and after the move and all key measured areas grew significantly.

20

Help Remedies: How Help Remedies turned the pharmaceutical aisle on its head

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Best Practice

Design Business Association, Gold, Design Effectiveness Awards 2014

This case study explained how Help, a challengers OTC pharmaceutical brand in the US, used a packaging redesign to differentiate itself. View Summary

This case study explained how Help, a challengers OTC pharmaceutical brand in the US, used a packaging redesign to differentiate itself.

The brand sought to provide simple solutions to problems, with its products each containing one active ingredient and without dyes or coatings.

The packaging communicated its minimalist approach to medicine with colour coding and a simple design.

The new design decreased manufacturing costs and contributed to an increase in sales, distribution and web traffic.

This article describes how LensCrafters, a prescription eyewear company, used cultural insights research to identify a new business opportunity. View Summary

This article describes how LensCrafters, a prescription eyewear company, used cultural insights research to identify a new business opportunity.

The research analysed the company's position in the cultural world, looking at the meaning and context of 'vision'.

The research identified an opportunity to approach the eyewear market not just from a practical positioning, but as a spiritual idea.

22

Bausch & Lomb: Building sales aids that sell

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Kieron Mathews and Siva Raj, MRS Awards, Winner, December 2013

This article describes how Bausch & Lomb, the eye health company, used heart rate monitoring and facial coding technology to test a sales tool for a new contact lens product. View Summary

This article describes how Bausch & Lomb, the eye health company, used heart rate monitoring and facial coding technology to test a sales tool for a new contact lens product.

The 'Detail Aid' has become a mandated process, with focus on content rather than creating an inspiring sales tool.

The research explained here tested a more creative Detail Aid, with healthcare professionals fitted with heart rate monitors and filmed by a camcorder using facial coding technology.

This was used to test the professionals' emotional reaction to the Detail Aid during a sales pitch, and was followed by a 'debrief' by a researcher to understand the participant's opinion of the Detail Aid.

This research helped the company to develop a successful sales tool, leading to its most successful contact lens product in a decade.

23

Dove Spa: Strength within

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Best Practice

Direct Marketing Association - UK, DMA Awards, Bronze, 2013

This case study describes a campaign by Dove, the personal care brand, to maintain momentum for an anti-wrinkle supplement following a successful launch. View Summary

This case study describes a campaign by Dove, the personal care brand, to maintain momentum for an anti-wrinkle supplement following a successful launch.

A premium product aimed at niche groups, it had sold out in a few hours after launch.

This strategy used email, the website and customer referrals to sustain interest in a product which takes 14 weeks to have visible results.

Emails were triggered by purchase and aimed to maintain interest, with reminder emails sent when it seemed the due re-purchase had not occurred.

The campaign meant only 22% of people failed to complete the 14 week course, with valuable customer endorsements also gathered to be used in subsequent campaigns.

This case study describes a campaign by Simply You Pharmaceuticals, the healthcare company based in the Czech Republic, which sought to reposition a product to appeal to younger consumers. View Summary

This case study describes a campaign by Simply You Pharmaceuticals, the healthcare company based in the Czech Republic, which sought to reposition a product to appeal to younger consumers.

The company redesigned the packaging and handed out free samples of the product to young men in nightclubs.